Red Child Pan Min: Mother And Baby, Reputation Is More Important Than Fame.

Prior to this, the reporter had the honor to interview Su Ninghong general manager Pan Min.

The running in period between red children and Suning coincides with the outbreak of the maternal and child electronic business, and the market environment has undergone great changes.

How can the red child after the pformation become ready to work? How can we recover the lost land? How can we return to the status of the parent and child vertical e-commerce provider?

The battle of recovery begins with milk powder diapers.

The core of the recovery battle is milk powder and diaper.

"We can't get the first place in all categories of electronic business, but we can rush to the second and the first place on some subdivision categories from the top three of the current market.

For example, milk powder, diapers.

As the mother and infant category with the largest consumption, milk powder and diapers are highly priced and sticky, which is very unusual for the mother and infant business operators. They are both impulsive and passenger buying.

This is also the reason why many new maternal and child electricity providers promote the drainage of milk powder and diapers.

But blind low price promotion also brings many problems. Mature brands have strict control over prices, and some small businesses are trying to get a low price from the dealer's hands, leaving the gray channel.

And those products without regular sources will be difficult to safeguard their rights once quality problems arise.

Maternal and child products are different from other commodities. Consumers pay more attention to safety and quality than prices.

"Mother to child" is more important than fame.

Su Ning bought the red children at the time, and valued the quality of her brand resources. Pan Min told the "China baby" reporter, "choose milk powder and diapers as a pioneer". First, we have already had a relatively strong market share in these two categories. Two, as the first brand of the mother and child vertical business, the red children have the advantages of word of mouth and resources. Our source of goods is directly co operated with the factory, 15% is the total generation designated by the factory, and we can be faultless in the safety and quality most valued by consumers. "Two"

Focus on user needs, quality > price > convenience.

According to Pan Min, in order to fight the battle of milk powder and diapers, red children made three guarantees.

The first is to separate milk powder and diapers from the project. The team is responsible for opening up the whole process from procurement to operation, open platform investment and even membership management, and the whole company tilts resources to these key project groups, giving them enough support to rush.

Two is

Unique resources, according to the accumulated 30 million member data in ten years (or even extended to 150 million users' data of Suning, the two sides have opened up in the background to achieve data sharing) to analyze consumers and make precise marketing.

As a representative of the target group, Pan Min also pointed out from the consumer's point of view that the general purchase decision path is "research products - selected brands - choose purchase channels (genuine > price > convenience"). "If the child is eating Mead Johnson or Abbott, it is impossible for mothers to choose to sell other brands because they see other brands. Therefore, accurate marketing of consumers' preferences is particularly important for mother to child business."

Last but not least

Guarantee.

Although price is not the first consideration of consumer decision making, it is also an important factor.

Pan Min said that red children will guarantee low prices on the basis of guaranteeing quality and grasping the demand. "This year, red children have demand for market share, and they will not make excessive demands on profits, so that they can achieve the group's plan."

"Over the past ten years, how many big business people have fallen down, it's not easy for a red child to live to this day. It shows that she has done a solid job in this undertaking". When asked how to see the venture investment boom of mother and infant business in recent years, Pan Min said that the role of various factors in the past few years (opening up a second child, highly Internet based 80 and 90 after entering the baby boom, etc.) is unthinkable for the growth of the maternal and child electronic business market, and no enterprise can finish it. There are hundreds of large enterprises to do it without problems. The key is how you make your own characteristics, which is the foundation for long-term development.

As a mother, Pan Min knows that despite the rapid development of the industry, mother and baby are, in essence, a field of slow work and fine work. Reputation is more important than popularity. This is not something you can do with a few hundred million dollars.

Therefore, the red children are not worried about being overtaken by the latecomers quickly, because the brand superiority and resources superiority that she owns can not be learned overnight.